Essays about: "product strategy on branding"

Showing result 1 - 5 of 55 essays containing the words product strategy on branding.

1. 1. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Adrian Brännstam; Simon Eliasson; [2023]
   Keywords : Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

   Abstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE

3. 2. Feminist Approaches to Self-Representation & Political Storytelling: A Modern Strategy of Nation Branding in the West

   University essay from Lunds universitet/Statsvetenskapliga institutionen

   Author : Nicodemus Adsersen; [2023]
   Keywords : Feminist leadership; Nation branding; Constructed self-representation; Political storytelling; Western identity.; Law and Political Science;

   Abstract : This essay sought to investigate the extent to which two Nordic Prime Ministers performed their leadership on Instagram in accordance with a feminist leadership theory during the Covid-19 crisis. It then inquired into those performances’ potential consequences. READ MORE

4. 3. China Influencer E-commerce Livestreaming Marketing Strategy Research

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Yimeng Ma; [2023]
   Keywords : e-commerce; netnography; influencers; followers; and online community;

   Abstract : The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. READ MORE

5. 4. Industry Maturity’s Influence on the Viability of Innovation- and Imitation-oriented Strategies - Assessing how elements of industry life cycles influence the viability of innovation and imitation-oriented strategies and its impact on industry development pace - A Qualitative Cross-sectional Study on the Cultured Meat Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Ali Kouaiber; Joakim Langhelle; [2022-08-18]
   Keywords : Innovation strategies; Innovation-oriented; imitation-oriented; first-mover advantages; first-mover disadvantages; industry life cycles; industry transformation; path dependence; cultured meat industry;

   Abstract : There is extensive literature on the topic of first-mover advantages, not only with regards to whether such advantages exist or not, but also with regards to their sources. However, there is a scarce amount of research devoted to understanding how such advantages are affected by the maturity of the industry, specifically in emerging industries. READ MORE

6. 5. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Amber Javed; [2022]
   Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

   Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE